| Representational category | Articles with tobacco control advocacy statements n (%) | Articles with tobacco promotion public relations statements n (%) | Articles with no advocacy statement n (%) |
| Total sample n = 618 | 189 (30.6) | 84 (13.6) | 389 (62.9) |
| Smoker as regulated citizen | 92 (34.3) | 38 (14.2) | 160 (59.7) |
| Smoker at risk | 55 (34.0) | 24 (14.8) | 97 (59.9) |
| Smoker as free agent | 41 (32.8) | 20 (16.0) | 78 (62.4) |
| Smoker as selfish polluter | 38 (31.1) | 10 (8.2) | 82 (67.2) |
| Smoker as statistic | 50** (42.4) | 13 (11.0) | 62 (52.5) |
| Smoker as supported potential quitter | 55*** (47.4) | 10 (8.6) | 57 (49.1) |
| Smoker as tobacco industry pawn | 37 (35.2) | 27*** (25.7) | 52 (49.5) |
| Smoker as quitter | 26 (30.6) | 11 (12.9) | 56 (65.9) |
| Smoker as tobacco industry litigant | 18 (22.8) | 20** (25.3) | 48 (60.8) |
| Smoker as vulnerable youth | 31* (40.8) | 16* (21.1) | 34 (44.7) |
| Smoker as drain on the economy | 18 (29.0) | 17** (27.4) | 32 (51.6) |
| Smoker as nicotine addict | 12 (21.1) | 10 (17.5) | 39 (68.4) |
| Smoker as beneficiary of the positive functions of smoking | 12 (22.6) | 4 (7.5) | 41* (77.4) |
*p<0.05, **p<0.01, ***p<0.001 over-representation of statement.